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Mass Media Information Source in Electoral Campaigns Or a Political Actor?

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Case Study MASS MEDIA INFORMATION SOURCE IN ELECTORAL CAMPAIGNS OR A POLITICAL ACTOR? Andrei DUMBRĂVEANU1 1Assoc. Prof. PhD, State University of Moldova, Republic of Moldova Corresponding author: Andrei Dumbrăveanu; e-mail: [email protected] Abstract our time, the media is not just the public space Election campaigns are the top-level agreements in the arena. In the connections between the electorate cyclical process called political communication. Political and the politics the media appears as a forming communication involves a set of techniques and factor. In Fig. 1, we present the connections of technologies where the media is not only a link between the political actor and the spectator. The media establishes the media in the relations: electorate-politics. relationships between political mediatization and globalization, between politics and the Internet, highlights the reconciliation between ethics and politics, between the political action and the exerting influence on the voting option. For a quarter of a century of democratic transformations of the media society in R M has evolved from print media partly distributed through sales and mail, from radio broadcast to new digital media. According to the research, not even a quarter of the citizens believe in the Parliament they have chosen, in the media has confidence almost half (45%) of the population. For (74%) of citizens, the most important source of information is television, followed by the Internet (35%) and radio (22%). Printed media is preferred by 19% of the population. The Internet is used every day by about 64% of the population and 20.8% think that the Internet tells the truth about the situation in Moldova, placing it on the same spot as television (20.2%). We will analyze the activity of the Fig. 1. Mass media in the electorate-politics audiovisual media and the Internet in electoral campaigns connections based on the preferences of the citizens. Keywords: political communication, mass media, electoral At the same time, the media establishes campaigns, deontological norms, legislation, non-governmental relations between political coverage and organizations, monitoring, partiality, impartiality, ethical globalization, between politics and the Internet, equity, voting option. highlights the reconciliation between ethics and Election campaigns are the top-level politics, between the political action and exerts agreements in the cyclical process called political the influence on the voting option. In Fig. 2 we communication. The electoral campaigns never present the media relations, which lead to the cease, they begin immediately after the elections formation of the voting option. and reach their peak during their election time. In the study that we present to you, we focused Political communication is more than political on the information functions in the electoral marketing, ie selling the political product with campaigns that the media components perform the candidate’s emblem presented to the in the digital age. The sociological research electorate. shows us that in an election campaign there are Political communication involves a set of three major factors that interact: 1) the campaign techniques and technologies where the media is actions; 2) the actions of the opponents whose not only a link between the political actor and goal is the activity of the political actor; 3) the the audience. In the globalized atmosphere of media institutions (ALGRAD, 1999). International Journal of Communication Research 157 Andrei DUMBRĂVEANU the printed press distributed partly through sales and mail, from radio broadcasting to new digital media broadcast by satellite, cable, on digital platforms, through the Internet. According to the research conducted by the Association of Sociologists and Demographers of the Republic of Moldova (ASDRM), the population gives the highest confidence, after the church, to the mass media. While no even a quarter of citizens believe in the Parliament elected by them, almost half (45%) of the population trusts the media. For Fig. 2. Media relations in the formation (74%)of the citizens the most important source of the voting option of information is television, followed by the Mass media in electoral campaigns operates internet (35%) and radio (22%). Printed media is under the legal framework: the Constitution of preferred by 19% of the population. The internet the Republic of Moldova (CRM) (The Constitution is used every day by about 64% of the population of the Republic of Moldova, 1994); the Electoral and 20.8% think that the Internet tells the truth Code (EC); the Media Law (ML) (Press Law, 1995); about the situation in Moldova, placing it on the the Audiovisual Code of the Republic of Moldova same level as television (20.2%). (AC RM); the Regulation on the coverage of the The media census conducted in Novemberon electoral campaign in the Republic of Moldova; request of the Center for Independent Journalism the Law on the Freedom of Expression; the Law (CIJ) has identified 503 media sources. These on Equal Opportunities for Women and Men sources produce a certain media product. The (Electoral Code, 1997). The legal framework analysis of the statistical data shows us that ensures that citizens are informed in an equitable, about 35% of the media sources are the printed impartial and balanced way - without the press. On the other hand, radio stations are 13%; interference from party authorities, social - TV stations - 8%; News agencies - 4%. About 55% political bodies and independent persons enrolled of the media institutions are concentrated in Chisinau. In the ranking of countries with the in the electoral race. According to the Media Law fastest access to the Internet, Moldova ranks (Article 1, paragraph 1), the State guarantees to all third, being overtaken by South Korea and persons the right to free expression of opinions Latvia. The number of Internet users in the and ideas, to truthful information on events in Republic of Moldova exceeds 2.13 million out of domestic and international life through periodicals which 52.86% are women and 47.14% are men and press agencies, operating under the conditions (DIEX, 2016). of political pluralism. The law provides (Article The Internet is a means of communicating, 5, paragraph 1): “The right to found periodical transmitting and storing information. The publications and press agencies, irrespective of Internet has created new media, online media, their organizational-legal form, is held by any internet media, social networks. At the base of legal person of the Republic of Moldova and a the Mass Media Guide and the Map of Moldavian natural person, a citizen of the Republic of Media Institutions developed by the Center for Moldova who is 18 years old and lives on its Independent Journalism we can make territory”. approximate calculations of the number of Moldovan media is mostly self-sufficient, it journalists engaged in the production of media ensures its existence through the sale of media products. Approximate estimations make us products and the space offered to the public by assume that about 3500 journalists are employed donations, grants and, in case of children’s press, in the production of media products in the if the co-founder is the government, from budget Republic of Moldova at present stage. There are financing. For a quarter of a century of democratic no TV stations in the Republic of Moldova that transformation of the media society in the do not have political sympathies or are not Republic of Moldova which has evolved from politically affiliated. Prime, Publika TV, Channel 158 Volume 7 • Issue 3, July / September 2017 • MASS MEDIA INFORMATION SOURCE IN ELECTORAL CAMPAIGNS OR A POLITICAL ACTOR? 2, Channel 3, are part of the General Media the promotional content. Monitoring its income Group - Trust led by Vlad Plahotniuc, a from business in election campaigns is carried prosperous businessman and chairman of the out by the Central Electoral Commission and the Democratic Party of Moldova (DPM), to which, Tax Authorities. The largest advertising revenue at the beginning of 2016, CTC Mega and Super in election campaigns is held by the General TV joined. Jurnal TV, until the end of 2016, was Media Group with Prime TV channels, Publika owned by “Jurnal Chişinău Plus” SRL, and the TV, Canal 3, Channel 2. The advertising revenue only beneficiary was the businessman Victor of this media trust, according to experts, Ţopa. The Party of Socialists of the Republic of fluctuates between 40-50 mil.dol. US.. Moldova (PSRM), the President Igor Dodon has We will analyze the activity of the audiovisual broadcasting space licences for Accent TV, NTV media and the Internet in the electoral campaigns, Moldova and Exclusiv TV. And the leader of Our starting from the preferences of the citizens. Party (OP) - Renato Usatâi, the mayor of Balti is The quality of the electoral media product, the from Feb 2016 the beneficiary of Ru TV, managed observance of the ethical principles and the by “Euroshow” SRL. legislation ensuring the impartiality and For journalists, the electoral campaigns are equidistance of the media in electoral campaigns not only a demonstration of their professional are monitored by the Central Electoral capabilities but also sources of income. From one Commission (CEC), the Audiovisual Coordination campaign to the other, the expenses of the Council (ACC), the Nongovernmental Media electoral contestants are increasing. The costs for Organizations (NMO), the Electronic
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